This will interest those keeping an eye on China’s Dalian Wanda Group and the clout it’s developing at the nexus of entertainment and sports. A sports marketing company that it controls, Infront Sports & Media, just announced that it bought 51% of Omnigon — a consulting firm that helps sports, media and entertainment providers to develop mobile apps and websites.
Infront’s competitors include WME’s IMG Sports and France’s Lagardere.
Omnigon’s client list includes World Rugby, PGA Tour, NASCAR, AS Roma, Fox, Fox Sports, Miami Heat and WWE. The New York-based firm will continue to operate as a stand-alone entity, keeping its brand name.
The companies did not disclose financial terms. The agreement follows Wanda’s recently announced $3.5 billion deal to buy a majority of Legendary Entertainment. In 2012 it paid $2.6 billion for AMC Entertainment, the No. 2 exhibition chain.
Infront and Omnigon forged a strategic partnership in October, and “it became apparent that [Omnigon] ideally complements the existing Wanda Sports businesses with its digital know-how and solutions,” Infront CEO Philippe Blatter said.
He hopes to develop “powerful one-stop-shop solutions as well as custom-made products” for companies across North America, Europe and Asia. The’re already collaborating on an app for the German Football Association’s DFB Cup and digital services for Italy’s Serie A.